Drink Saavy: How to have a good night out
Sashi Kumar
Campaign details
Brand owner: Heineken Asia PacificLead agency: Grey Group Singapore and YolkBrand: Drink SaavyCountry: Cambodia, Indonesia, Singapore, Thailand and VietnamIndustry Drink industry, marketChannels used: Earned media, buzz, Internet - display, Internet - microsites, Online video, Other and ambient media, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This case study describes Heineken's novel approach to promoting awareness of responsible drinking initiatives – modelling positive behaviour, involving all facets of...